Alicia Keys is Launching a Cruelty-Free Beauty Brand With E.l.f.

Set to launch in 2021.

Alicia Keys is creating a new lifestyle beauty brand with e.l.f. Beauty, featuring products that are both dermatologist-developed and cruelty-free. The Grammy Award-winning artist is devoted towards releasing a line, set to launch in 2021, that revolves around wellness and self-care. 

“We are beyond thrilled to leverage our strengths to help realize Alicia’s vision, as it not only aligns with our mission to make the best of beauty accessible, but infuses it with an even deeper dimension,” said Tarang Amin, CEO and chairman of e.l.f. Beauty. “As a brand builder, I’m excited and very energized about the opportunities for us to reach new audiences in creative ways and to continue to lead in category innovation.”

Although there is not much information about Keys’ upcoming brand, including its name, this new skincare brand will be a permanent staple of e.l.f. Beauty. 

“A culmination of Keys’ personal skincare journey and her passion for bringing light into the world, this new lifestyle beauty brand will enable Alicia to further explore the conversations about inner beauty, wellness and connections,” the official press release stated. 

For now, watch Keys’ nighttime skincare routine on her Youtube page below:

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